virale videoer

Viral video

Folkeuniversitetet 4/10-2008Christian Winther Bech http://cutup.dk

Louis Thonsgaard

Viral video er video som indenfor en given tidsperiode bliver set af et markant stigende antal personer. I sin oprindelige betydning vil denne stigning være et udslag af at seere anbefaler videoen til andre seere, således at antallet af seere, der får videoen anbefalet og faktisk ser den, er større end dem som anbefaler. Man kan således sammenligne udviklingen af seermønsteret med en virus, der spreder sig. På samme måde kan en video først betegnes viral idet den begynder at blive set af et markant stigende antal personer. Der eksisterer ikke gradbøjninger af begrebet viral video, men alligevel må der være tale om forskelle typer af viralitet mellem videoer hvis virale forløb er meget forskellige. Ses en video 10.000 gange i løbet af tre dage, men taber herefter sin viralitet, er den tydeligvis forskellig fra en video med et viralt forløb hvor seerantallet langsomt stiger til flere millioner visninger over et år. Den virale karakter for en video kan bl.a. beskrives ved at følge antallet af visninger over tid.

Ralph F. Wilson: The Six Simple Principles of Viral Marketing

1. Gives away products or services 2. Provides for effortless transfer to others 3. Scales easily from small to very large 4. Exploits common motivations and behaviors 5. Utilizes existing communication networks 6. Takes advantage of others' resources

Ralph F. Wilson: The Six Simple Principles of Viral Marketing

Hotmail -eksemplet1.Give away free e-mail addresses and services2.Attach a simple tag at the bottom of every free message sent out: "Get your private, free email at http://www.hotmail.com" and,3.Then stand back while people e-mail to their own network of friends and associates,4.Who see the message,5.Sign up for their own free e-mail service, and then6.Propel the message still wider to their own ever-increasing circles of friends and associates.

Martin Thorborg (Jubii): Spamfighter

Efterspørgselsdeterminanter

Primære: Omfatter forhold for køberside, f.eks. købeevne, livsstil, ønsker og social status.

Sekundære: Forhold hos virksomheden, f.eks. virksomhedens produkt, pris, promotion og distribution.

Teritære: Forhold som f.eks. mode, klima, sæsonbetonede forhold.

Konkurrenternes markedsføringsindsats: Er et spørgsmål om konkurrenternes produkter, priser, service og reklameindsats.

De 4 P’er - et handlingsparameter

Produkt

Pris

Place (Distribution)

Promotion


Produkt: Funktion, design, emballage, sortiment, service, garanti

Pris


Promotion


Produkt

Pris: Dyrt, discount, rabat, kredit, betalingsbetingelser


Promotion


Produkt

Pris

Place (Distribution): Kanaltype - butik, kuponhæfte, internet - antal kanaler, beliggenhed, lager, transport

Promotion


Produkt

Pris


Promotion: Reklamer - hvilke medier? Salgspromotion, personligt salg, online marketing, direct marketing

Chris Anderson:The Long Tail

An honest targeted conversation based on something valuable that creates buzz.

Targets: evangelists or influencers

Channels: viral or traditional.

Content: anything consumers want to share

Word-of-Mouth

http://www.forrester.com/magazine/documents/How%20To%20Build%20A%20Word-Of-Mouth%20Marketing

%20Campaign.pdf

Forrester

aakb.dk

amazon.com

Subservient Chicken http://www.subservientchicken.com/

Have it your way... - TenderCrisp

Dagens lys: 8. april, 2004.

Dårligt salg af kyllingesandwiches ift. andre kæder (Wendy’s + McD)

Mål: Ukonventionel markedsføring, men tro mod brand-løftet: ”Have it your way” => Medie = internet grundet interaktivitet (modsat TV).

Rationale: Sammenfald mellem butiksoplevelse og internetoplevelse.

Motor: Bloggers

8 mdr. senere: Salget steg 13,6%.

Penge, penge, penge

• Cost-per-thousand impressions (CPM)

• Cost-per-visit (CPV)

• Cost-per-click (CPC) / pay per click (PPC) / pay per action (PPA)

Andre:

• viral effect: loads of inbound links from other blogs, and web pages

• number of comments

• number of video responses

• number of shares

• number of times favorited

• number of subscriptions, or the monthly growth on it

• http://gugli.wordpress.com/category/metacafe/

Succes

Måling

Men hvordan?

Strategisk planlægning:

The Secret Strategies Behind Many “Viral” Videos

Indhold:

Narratologi: story/plot, struktur, schemata, cues, fortællepositioner, aktantmodellen, identifikation, intertekstualitet, punchline

Strategi & mediet

22

Greimas: Aktantmodellen

23

Berettermodellen

Ole Thyssen

Afsender, modtager og indhold

Forfatter, fortæller og de personer, som der fortælles om

Tre lag: “teksten”, fabelen og fortællingen

Et fortalt indhold, en tidslig ofte sekventiel sammenhæng af hændelser.

Ole Thyssen: Æstetisk ledelse

Louis ThonsgaardProfessional produced content:

a) Videos from professional senders. F.ex. 1) Broadcasters (TV) 2) Firms 3) Politicians 4) Institutions

Amateur content: a) Re-using others (both professional and amateur) visual material in own videos 1) Using videos 2) Game content (Machinema) 3) Sills 4) Screen dumps (from computer software) b) Web-cam. Vbloging. 1) Own statement 2) Reaction c) Home video 1) Filming family and friends. Often in everyday situations 2) Filming at special locations and at event

Professionel

The Daily Show: http://www.youtube.com/results?orig_query=the+daily+show&search_query=john+hodgman+on+the+daily+show&orig_query_src=3

Get a Mac: http://www.apple.com/getamac/ads/ | http://www.youtube.com/results?search_query=get+a+mac&search_type=&aq=f | http://www.youtube.com/watch?v=oWk8ouioXgE | http://www.youtube.com/watch?v=fVyTnTdijog|

Klassisk Mac: http://www.youtube.com/watch?v=VMt2MK67-Qw | http://www.youtube.com/watch?v=VdjmN26QfNs

Amatør?

Guitar: http://www.youtube.com/watch?v=QjA5faZF1A8 | http://www.npr.org/templates/story/story.php?storyId=5725826

"Chocolate Rain" Original Song by Tay Zonday http://www.youtube.com/watch?v=EwTZ2xpQwpA&feature=user

Chocolate Rain by Chad Vader http://www.youtube.com/watch?v=P6dUCOS1bM0&feature=related

"Cherry Chocolate Rain" Original Song by Tay Zonday http://www.youtube.com/watch?v=2x2W12A8Qow

Amatør?

Chad Vader - Day Shift Manager #1: http://www.youtube.com/watch?v=4wGR4-SeuJ0

LonelyGirl15 http://www.lg15.com/

12

Lev Manovich “The Language of New Media: Computerbilledets tre lag

• cinematographic appearance

• illusorisk, immediacy

• digital materiality

• fremmedgørelse, interaktion,

• computational (software driven) logic

• funktionel, logisk, kontrol, transparens (i HCI forstand)

• discrete motion

• loops

• superimposition

• embedded animations

Strategier

Filmhistorie

• Vertov: Man With a Movie Camera (1929)

• http://www.youtube.com/watch?v=LtEOT2ACy0I&feature=related

•Hele filmen: http://video.google.com/videoplay?docid=-2809965914189244913&hl=en

• Sergei Eisenstein: Panserkrydseren Potemkin (1925)

• http://www.youtube.com/watch?v=euG1y0KtP_Q

• tekniske begrænsninger

• fra CPU til båndbredde

• tekniske muligheder for nye udtryk

• http://www.lab404.com/poe

Strategiernes bagggrund

• den animerede gif: flaskehalsen peger...

• http://web.archive.org/web/19961031080740/http://www.carlsberg.dk/

• totempo-reklame (også embedded)

• http://www.subservientchicken.com/

Loop

loop vs. sekvens

database narrative vs. montage

diskrete data,

paradigme vs. syntagme

New temporal aesthetics

Fluent, cognitive, expressive

Automatic and skilled interactions with products

Interactions that focus on the product at hand; result in knowledge or confusion and error

Interactions that help the user form a relationship to the product

»Emotion shapes the gap that exists between people and products in the world«

Understanding Experience in Interactive Systems Jodi Forlizzi, Katja Battarbee

Emotion

Dobele et al.: Why pass on viral messages? Because they connect emotionally

Surprise, joy, sadness, anger, fear, disgust

Snakes on a Plane

Magt: Blogs ændrer manuskript. Indslag fra CNN: http://www.youtube.com/watch?v=qrh0U2a5BF4

http://www.snakesonablog.com/

Emotion: http://www.youtube.com/watch?v=LGKKUX-SNWo

virale videoer

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